ABSTRACT: The present study examined how sales promotions affect Guinness strong beer consumption in Abuja. This study used primary and secondary data extensively. The Cochran formula determined the sample size of 288 respondents. Multiple regression analyses using SPSS version 23 and a 5% threshold of significance were used to test the hypotheses. The study found a statistically significant and favorable association between Guinness beer consumer loyalty in Abuja and the use of samples, discounts, rebates, price-offs, premium offers, contests, and promotions. Based on the data, the inquiry recommends using a digital technique to distribute samples to target consumers during sales promotions. The fact that modern consumers choose digital platforms to interact with businesses supports this claim. Once again, coupons should be used to promote sales, as the survey participants’ reactions show their practical impact on consumer patronage and other aspects.

KEYWORDS: Sample, Coupon, Price-offs, Premium, Contest and Demonstration, Rebate.